Pingyao urges cultural brand marketing

Updated:2015-02-02 09:45
( chinadaily.com.cn)

Stage shot of the experiential play [Photo/pingyao.gov.cn]

Pingyao county, a famous, historic tourist site in Shanxi province, convened a conference on brand marketing, on Jan 27, to discuss the experiences with cultural products last year, with an experiential play Ancient Pingyao Once More, singled out as the biggest marketing success, with big sales helped by an effective marketing strategy.

The play's company head explained their systematic approach to promoting the play and gave credit to some travel agencies and hotels that helped popularize it. The play is a major cultural program that is part of the province's goal to change from an energy-driven economy to a culture-driven one.

The play debuted, on Feb 18, 2013 and has broken records in the performing arts. By the end of this past December, it had been 1,233 times, reaching 600,000 audience members and bringing in 82-million yuan ($13 million) for real growth in both audience numbers and income. Program managers are looking for more ways to cooperate with other culture projects.